Digital technologies are continually eclipsing the traditional broadcast-first media model and consumers are now more active than ever in their relationships with brands. In this digital economy, brands need to recognise their customers as users and not passive consumers of media. The new participatory environment also requires a different approach to the overall strategic brand development; one that orchestrates business requirements and capabilities, and user needs and expectations.
At the heart of this understanding, Cultivate has extended brand development’s fundamentals – vision, mission and beliefs – to include a brand’s capability – how the brand engages and empowers users. In this digital-first approach to brand strategy, we define what the brand says, does and outline how the user should interact with the brand across all channels.
Cultivate translates the brand’s capability into digital products, services, and campaigns that meet users’ increasingly high expectations and needs.